Honda goes digital-first for launch of CR-V Special Edition
Honda is set to initiate a digital campaign which will aim to determine the public's preference over its white or black CR-V Special Edition.
Working with digital agency Collective London for the launch of the special edition CR-V, the campaign, which is based around the car's 'head-turning' design, will include a social strategy, two CG films and a dedicated website, that has been designed to aggregate the British public's preference for either the black or white.
Using real time aggregation of 'head turns' to track the UK’s preferred colour, the website will measure online interaction in real-time including Facebook ‘likes’, RTs, banner clicks and film viewings.
Olivia Dunn, head of marketing at Honda commented on the launch: “The new CR-V Special Edition has real kerb appeal and this digital-first campaign brings this fact to life by stirring consumer passions and pitting the black car against white. Just like the CR-V Special Edition, the digital strategy developed, created, and designed by Honda with Collective is fresh, innovative and inventive and, with social proof at it's core, we're sure it will deliver great results."
The campaign’s focal point is two CG films, in both black and white, hosted on YouTube.
In addition, Collective has worked with Starcom to create an interactive poster to capture the 'head turns' via an ‘Opinionator’ mechanic, an interactive experience that will be placed in high footfall shopping environments.
The campaign, which launches later this week, will also be supported by digitally-led press from Karmarama, social amplification from Cake and media by Starcom.
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Collective London
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Karmarama
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Starcom MediaVest Group
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